Collaborations and the Golden Rule

By: Jeff Falk

Posted: February 11, 2008, from the February 2008 issue of GCI Magazine.

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Judith Gross: Yes. There are different ways that that word experience is used within IFF. One: we have within our sensory science department tools that enable us to understand the rendition of a fragrance on skin in different applications and in different bases, so that yes, you do measure the experience of a fragrance on a consumer based on the different applications that they would use. The second thing that it means is also that—not from a perfumery development point of view but more from a chemistry development point of view—our R&D center constantly works on new bases, new applications, new textures, because, again, it’s all about the experience and because having a new way to put fragrance on you can be the way to create a new emotional connection with a consumer.

GCI: How important is the overall concept and appeal of the brand itself to the success of the fragrance? Does a strong initial brand connection make a bigger impact for the release of a new fragrance or for that fragrance’s longevity?

Marcy Fisher: Consistant brand messag[ing] is key to a cohesive launch. Each product category provides [a] new opportunity to express unique facets of the brand identity—a strong brand connection absolutely helps create desire for these new products and categories.

GCI: In the online gaming world Second Life, osMoz is a virtual perfume island—a location where your avatar [online character] can visit and fulfill your fragrance fantasies—created by Firmenich. It’s the first of its kind and is one example of current and growing marketing strategies. What is the key to being both innovative and successful in marketing a fragrance? Are there one or two golden rules that can be applied across markets and segments?

Marcy Fisher: The golden rule is [to] know your brand, know your customers and be willing to take risks.